Numerator: Amazon Prime Day continues trailing 2025 performance
Key second-day results of Amazon Prime Day 2026 were still behind the same period in 2025.
Data from the Numerator Amazon Prime Day Tracker shows that as of 4 p.m. ET on Wednesday, June 24 (day two of Prime Day 2026), the average order size was $48.89, down approximately 14% from $57.12 in the same reporting period during Prime Day 2025.
Numerator data also indicates nearly half (49%) of households shopping Prime Day have already placed two or more separate orders (down slightly from the 51% of households that had placed two or more separate orders during the same time period in 2025). However average household spend was roughly $104.86, down 17% from $126.26 the prior year.
2026 is the second straight year that order size and average household spend on the second day of Prime Day declined from the same period the prior year. These metrics also dropped year over year on the first day of the promotion (June 23).
Interestingly, analysis of the first day of Prime Day from Adobe indicated sales had increased 5.3% from the first day of the 2025 edition to $8.3 billion in U.S. online spend, marking the single biggest e-commerce day so far in 2026 as measured by Adobe. Based on those results, Adobe reitterated its pre-event forecast that Prime Day 2026 would break records with $26.3 billion in U.S. online sales.
For the second time in 2026, Prime Day will last four days (the first time this occurred was 2025) and for the second time is being held in June (the first time was in 2021).
[READ MORE: Amazon Prime Day returns June 23-26]
The top items as of 4 p.m. ET on the second day of Prime Day 2026 were Premier protein shakes, Liquid I.V. packets and Hefty Ultra Strong trash packs. Almost seven in 10 Prime Day items (69%) have sold for under $20, while 6% are $100 or more — the average spend per item is $23.07, roughly 9% less than $25.23 at the same point during Prime Day 2025.
The top categories buyers say they’ve purchased are apparel & shoes, household essentials, and health and wellness. Almost half of shoppers (48%) purchased something they had been waiting to buy until it went on sale.
Numerator also examined demographic characteristics of the typical Prime Day shopper:
- The typical observed Amazon Prime Day shopper is a high-income suburban female between the ages of 45 and 64, the same demographics observed during the first day of the event and during the second day of Prime Day 2025.
- 94% knew it was Prime Day before shopping.
- 85% are members of Amazon Prime.
- 92% have been Prime members for one year or more.
- 90% have shopped Prime Day in the past.
- 41% said Prime Day was their main reason for shopping, down significantly from 52% who gave the same reason at this point in 2025.
So far, nearly two-thirds of Prime Day shoppers report being highly satisfied with the deals available during the event. More than half compared prices across retailers before completing their purchases. Prime Day shoppers are also engaging with competing promotions, with 49% shopping or planning to shop Walmart Deals and 33% shopping or planning to shop Target Circle Deal Days.
